Values and their Influence on Attitudinal Segments Identified amongst Automobile Users

Abstract

Marketing practitioners have long believed that personal Values impact consumer behaviour and attitudes. What is more interesting is the fact that consumer's personal values determine the attitudes they develop towards a product. The aim of this paper is thus to identify product-specific Values that impact attitudes in users of automobiles. This research identified the existence of three attitudinal segments amongst users of automobiles. Further, a discriminant analysis carried out using these three groups as dependent variable and product-specific Values as independent variable revealed the contribution of two different sets of product specific Values to be responsible for the difference in attitudes exhibited by users. The attitudinal segments have been identified using the Consumer Innovativeness and Consumer Involvement scale and the product — specific Values have been identified using the Means and End Theory of Gutman